TOC #226: No one likes a quick finisher
(April 22nd, 2025) How To Write For YOUR People - and my new career as a professional marathon spectator
Run if you think I'm sexy!
On a scale of 1-10, you're a 26.2!
Run like you're chasing squirrels!
Remember to thank Beyonce at the finish line!
You're running better than the government!
All valid options. All funny signs.
But none of them were ✨ THE ONE ✨
You see, yesterday was my FIRST Boston Marathon — I couldn't show up with some fuck ass sign that didn't make a splash.
Have you even met me?
I needed something funny, something easy to understand, something quippy.
And, most importantly, something that Gabby — my marathoner bestie — would appreciate.
Sure, I could've made some generic sign wishing her luck or cheering her on, but what's the fun in that? What about the 30,000 other runners I wanted to scream for?
So, naturally, I settled on something *I* thought was hilarious…
NO ONE LIKES A QUICK FINISHER.
You can't argue, it's deeply true.
…but, apparently, it's not as universally hilarious as I'd assumed.
I'm gonna go out on a limb and assume you've never walked through the streets of Newton, Massachusetts holding a giant, crass poster board, so let me set the scene for you:
Very nice neighborhood.
Very dirty looks.
Very few laughs.
Well then!
God forbid a spectator make a joke!
I haven't had that many “did she really do that?” looks since I had my tits out for Taylor.
Thankfully, though, once I got to the actual marathon — we settled right between mile 20 and 21, at the hardest part of the race, on a hill aptly named Heartbreak Hill because it fucking blows — things were different.
I got a few “WTF” stares, but mostly, the runners thought it was just as hilarious as I did.
(Especially the women. Zero surprise there.)
I was getting cheers, high fives, fist bumps, and belly laughs, validating that, yeah, I'm funny, and my people agree.
…but from the people who were NOT my people? The joke didn't land.
And THAT is proof that understanding your audience is *the* most important thing you need to consider not only when writing your website copy, but apparently also in Professional Marathon Spectating (aka my new career).
How To Write For YOUR People
If your website isn't getting laughs, nods, or conversions... you miiiight have a “who are my people?” problem.
The best website copy doesn't try to appeal to everyone — it speaks directly to YOUR people.
I can't tell you how many times I've audited someone's site and begged them on my hands and knees to be more SPECIFIC, only to be met with pushback about how they're nervous people will not reach out.
And, every time, I ask a few more questions about their objection, and the truth comes out:
The people they're nervous about “not reaching out” are people they DON'T WANT TO WORK WITH ANYWAY.
Like brother that's the whole point??? You ONLY want to work with people that you want to work with? Hello? We're supposed to be out here talking to *our people* so that those people don't want us?
Your goal should be website copy that speaks to your people, period.
The ones who virtually high five your hypothetical marathon signs feel seen by your words and immediately know “this is for me.”
So, here's your tiny task for today:
Pull out your lil journal.
(Feel free to swap for a blank Google doc or note in your phone, but that's less fun.)
Then, write down your answer to this question:
If you had the opportunity to stand with a giant sign in front of 30,000 people running by you, what would you write that would…
A) make them stop and read it
B) identify with it
C) reach out to you because of it
What's THE thing that your people need to hear that badly?
Then go to your site and see if that message lives anywhere on it.
If it doesn't… I have a feeling you know what I'm gonna tell you to do next.
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Hope you're having a great Tuesday! Love u! Gonna go stuff my face with croissants now, bc ur gurl is in Paris for the week!
If we haven’t had the chance to *virtually* meet yet, hi! I’m Sara Noel—website copywriter and marketing mentor for creatives, copywriters, and all-around cool people. If you like my content and you want even more BTL in your life, here are a few ways you can connect with me:
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